Social Media and Insurance: Do Malaysian Consumers Prefer Engaging with Insurers Online?

Abstract

Social media has revolutionized communication in contemporary society, impacting various aspects of business dynamics. In the insurance industry, effective customer interaction through social media has become crucial, prompting insurers to recognize the potential of these platforms for client communication. This shift towards social media interactions reflects a broader trend in the industry, moving away from traditional formal communication methods towards more direct and personalized channels. Understanding customer preferences and habits on social media is essential for insurers to enhance market outreach and engagement strategies.